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I recently had the opportunity to attend the Visibility_14 conference hosted by Searchmetrics in Chicago and it featured a great lineup of speakers covering a range of search and content marketing topics. It is always great to attend shows and bump into industry leaders in our “backyard” here in the Midwest.

Over the course of this week, I’ll provide specific notes, insights, or key takeaways that I think are worthy of sharing from the conference.

This post features a presentation titled:
“Content Marketing & Link Auditing” by Prashant Puri of AdLift.

Prashant opened his presentation by sharing a three step process that he recommends for content topic research that combines with link building.

Visibility_14 search marketing conference logoResearch –> Strategy –> Mitigating Risk

Research:

  • Use UberSuggest tool to supplement the AdWords Keyword Planner as it provides seed keywords and combos that fall under it.
  • GrepWords helps with matching regular expressions beginning with certain keywords
  • Content Runner focuses on content specific keywords removing generics and also brings in relevant tweets
  • SearchMetrics provides long-tail data to help find low hanging fruit

Competitor Analysis (Strategy):

  • Seek topically relevant sites: use ahrefs as this tool provides backlink reports that allow for sorting based on social metrics and details.
  • Influencer outreach: leveraging social media and Topsy as a platform to understand sites and influencers talking about topics. Topsy has a freshness filter and links filter
  • Broken link acquisition: there are many tools available that detect links well and will supplement manual work with webmasters.
  • Image Attribution: use Google image search to locate your images and ensure that other sites using your image content are linking back to you as the source

Mitigating Risk:

  • Understanding your current link distribution to identify low quality links. Ahrefs is a great tool that supplements details to go along with Moz. Also, look at the unique links/domains linking, not just the total set of links for quality.
  • Understanding current anchor text distribution (ahrefs). Also, segment brand vs non-brand.
  • Understanding current landing page distribution (ahrefs)
  • Note that the ideal landing page vs links segmentation should be as diverse as possible across the site and across link sources
  • Watch out for Penalized Sites – SearchMetrics SEO visibility and SEMRush work well for analyzing sites linking to us. We want to have links from other sites that are visible in search and we can also look at the position spread of those sites.

Prashant noted that AdLift keeps a profile on each of the link targets with extensive data. He also closed by discussing how well negative SEO seems to be working and the need to put a system in place to monitor and audit links. His team receives notifications and watches fresh links to ensure they aren’t going to cause harm. He noted that TripAdvisor does this type of monitoring and disavows risky links on a weekly basis. Majestic SEO is a great tool for watching new links and trust rank. He recommends using Google Webmaster Tools as well to download data, sort it, and cross reference it with the other tools that provide authority scoring. Link Detox is also a good tool for finding low quality links.

Want to hear more about this presentation, the Visibility_14 conference, or learn about my philosophy on topical search engine optimization versus keyword-based optimization?  Please reach out as I’d love to chat!

Read previous posts featuring Visibility_14:

The Future of SEO-a business view by Tom Schuster

The Search (R)Evolution by Marcus Tober

Chicago photo by Bernt Rostad, modified by Voltage.

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